DETAIL KOLEKSI

The influence of corporate reputation, value congruence, and brand identity towards word of mouth intetions


Oleh : Pratiwi Desiyanti

Info Katalog

Nomor Panggil : 022001803014

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Dyah Astarini

Subyek : Marketing - Management

Kata Kunci : corporate reputation, value congruence, brand identity, word of mouth intentions

Status Posting : Published

Status : Lengkap


File Repositori
No. Nama File Hal. Link
1. 2022_TA_SMJ_022001803014_-Halaman-Judul.pdf
2. 2022_TA_SMJ_022001803014_Lembar-Pengesahan.pdf
3. 2022_TA_SMJ_022001803014_Bab-1_Introduction.pdf
4. 2022_TA_SMJ_022001803014_Bab--2-_Literature-Review.pdf
5. 2022_TA_SMJ_022001803014_-Bab--3_Research-Methodology.pdf
6. 2022_TA_SMJ_022001803014_Bab-4_Analysis-And-Discussion.pdf
7. 2022_TA_SMJ_022001803014_-Bab--5_Conclusion.pdf
8. 2022_TA_SMJ_022001803014_Daftar-Pustaka.pdf
9. 2022_TA_SMJ_022001803014_Lampiran.pdf

P Penelitian ini bertujuan untuk mengetahui pengaruh corporate reputation, value congruence, brand identity terhadap word of mouth intentions. Metode yang digunakan adalah Structuctural Equation Model (SEM). Jumlah responden yang digunakan adalah 210 sampel, 110 sampel didistribusikan melalui format online (Google Forms dan100 sampel lainnya dikumpulkan melalui wawancara tatap muka. Metode pengambilan sampel yang digunakan adalah non-probability sampling, dengan kriteria pernah membeli kopi minimal 2 kali di kedai kopi lokal dan melakukan pembelian dalam 3 bulan terakhir. Penelitian ini menunjukkan bahwa corporate reputation berpengaruh positif terhadap word of mouth intentions. Kemudian value congruence berpengaruh positif terhadap word of mouth intentions. Sedangkan brand identity tidak berpengaruh positif terhadap word of mouth intentions. Maka dari itu, disarankan untuk penelitian selanjutnya untuk memperluas wilayah, dan menambahkan lebih banyak variabel seperti brand image.

T This study aims to determine the influence of corporate reputation, value congruence, brand identity towards word of mouth intentions. The method used is the Structural Equation Model (SEM). The number of respondents used is 210 samples, 110 samples were distributed via an online format (Google Forms) and 100 samples collected through face-to-face interviews. The sampling method used is non-probability sampling, with the criteria of having bought coffee at least 2 times at a local coffee shop and making purchases in the last 3 months. This study shows that corporate reputation has a positive influence towards word of mouth intentions. Then value congruence has a positive effect on word of mouth intentions. Meanwhile, brand identity has no positive effect on word of mouth intentions. Therefore, it is recommended for further research to expand the area, and add more variables such as brand image.

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